Swisscom chills to the sound of whalesong

Joss-sticks inspire a 'sense of closeness'

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LogoWatch We're pretty disappointed to learn that Swisscom has disproved the theory that the Swiss are largely immune to rebranding madness, preferring to eschew the advances of the Strategy Boutique in favour of avoiding armed conflicts and counting other people's money.

Sadly, the company has evidently answered the hypnotic siren song of the whalesong CD, fired up the obligatory joss-sticks and brainstormed its way to a new logo.

The implied Swiss cross in the logo, the warmth of the red shade and the axis as the central starting point create a sense of closeness, combining and uniting our customers' different experiences. The dynamism of the logo shows that life is a moving force and full of surprises. Swisscom gets things moving, has its fingers on the pulse and is part of everyday life.

God preserve us all. For the record, Swisscom adds that "a brand with words and pictures with different Swisscom lettering and a moving element will appear that symbolises venturing into the new multimedia age".

Those of you with robust constitutions can find an entirely pointless but somewhat hypnotic animation of the "moving element" concept here. Enjoy. ®